RT Journal Article
SR Electronic
T1 How to Use a Spokesperson’s Smile Effectively
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 436
OP 455
DO 10.2501/JAR-2021-015
VO 61
IS 4
A1 Chun-Tuan Chang
A1 Hsiao-Ching Lee
A1 Yu-Kang Lee
A1 Hui-Wen Chang
YR 2021
UL http://www.journalofadvertisingresearch.com/content/61/4/436.abstract
AB Drawing from the social-functional perspective, this research explored the differences in consumers’ responses to two types of spokesperson’s smile: broad and slight. The authors identified two boundary conditions: consumer self-construal (independent versus interdependent) and relationship norm (communal versus exchange). The results from two studies show that a spokesperson’s broad smile is more persuasive for consumers with interdependent self-construal in the communal relationship. By contrast, a spokesperson’s slight smile is more persuasive for consumers with independent self-construal in the exchange relationship. Processing fluency serves as the underlying mechanism. The results provide implications for marketers regarding how to use a spokesperson’s smile effectively.